How do you plan a successful event and ensure that expectations are met?

A good product may not be known to anyone. After all, even good wine needs to be hidden in a bush.

Therefore, in our daily operations , we often use activities to strategically attract new customers , boost activity, promote products or increase revenue. Then, relying on the product’s own attractiveness to users, users can be retained and even spread by word of mouth.

For a good event, an excellent and complete event planning plan is essential. So, after completing the event planning , what can we do during the event execution to ensure that the event can meet expectations?

1. Activity Flowchart

The event planning plan has already described in great detail through words how the entire event will be carried out. However, an event requires people to be involved in addition to operations, as well as front-end and back-end design. Expressing it only in words may not be as expected. Therefore, an event flow chart can more intuitively present the overall context of the event, which can not only help you to streamline the event participation process, but also help other team members understand and implement the event.

Tools : The most commonly used tool for drawing flowcharts is Visio in Office. Generally, choosing a basic flowchart template can meet the process of our activities.

For students who are not familiar with the drawing process on the computer, they can draw it on paper with a pen first and then move it to the computer. The entire process starts from when the user enters the event page. We need to consider where the user sees the event? What will happen after entering the event page? What judgments need to be made about user operations? Has the user met the prerequisites for the lottery? Has the user reached the maximum number of draws?

In a word, it is to draw out the user's participation path. Therefore, the flowchart generally starts when the user enters the activity page and ends when the user leaves the activity page after participating in the activity. The following is an example of a lucky draw flow chart, listing a few points to note:

1. Login

Does this activity require login? If it is within the app, you can ignore this process; if the promotion channels include external channels , you need to consider this issue.

2. Real name

Due to policy requirements, more and more apps now require real-name registration. Does that mean activities require real-name registration? If you want to achieve better event results, it is generally recommended that the event does not involve real-name procedures, and you can meet policy requirements through other means.

3. Order

When a user participates in an activity and clicks to obtain benefits, has an order been generated? Has the order been paid successfully? Or other prerequisite rules, have the users met them? When users meet the rules, they are provided with opportunities to obtain vested benefits.

4. Lucky Draw

Generally speaking, in order to control activity costs and prevent individual users from swiping prizes, the number of draws will be limited. The limit on this number needs to be set based on the product itself. When the user enters, determine whether the user has reached the maximum number of draws? If reached, the user is prompted to look forward to the next activity.

2. Activity prototype diagram

If the flowchart is to sort out the process of the entire activity, then the prototype diagram is to present the layout of the entire activity. Once the activity flow is sorted out, the prototype drawing will be relatively easier.

Next, I will use the prototype of a lottery event as an example to illustrate some things to note about the prototype of the event.

Tool: Axsure. If you really don’t know how to use it, you can actually use Word instead. From the following examples, we can see that the prototype is basically composed of frames and text, so Word can also meet the needs of drawing prototypes, but it is relatively less convenient. It depends on each person's usage.

Activity layout

How an activity should be presented is usually communicated to the designer through a prototype or interaction diagram. Therefore, the prototype must present the layout of the entire activity one by one, including activity steps, activity pop-ups, activity presentation forms, etc.

Event copywriting

In addition to the event homepage including the theme, order button, lucky draw instructions, etc., the event copy also includes how the prize list is presented, what the prompt content of the prize pop-up window is, whether to guide users to share the event, how to guide them, etc.

It is best to reflect all the copy involved in the entire activity in the prototype. After all, the more detailed the prototype is, the easier it is for other team members to understand it, and it is also more convenient to make optimization suggestions. In the later team cooperation, it also greatly improves work efficiency.

Activity Rules

The activity rules should also be clearly described in the prototype diagram. The activity rules written in the activity plan are written from the perspective of the team, making it easier for internal personnel to understand the details of the entire activity; while the activity rules in the prototype are written from the user's perspective to help users understand how to participate in the activity. At the same time, please also pay attention to the disclaimer.

3. Demand Communication

Budget Request

Application for activity budget. When planning the event, we concluded through data analysis that the budget was approximately 100,000 yuan, with an average cost of around 1 yuan per person. When preparing to carry out an event, we need to apply for the event budget from the management department.

Generally, you only need to provide an activity planning plan, an activity prototype diagram, and an activity flow chart. If time permits, it would be better if you can also attach the activity link of the test environment.

Page Design

After drawing the flow chart and prototype, the next step is to design the page, so we need to communicate with the designer.

Generally speaking, prototypes and flow charts are provided by product managers , but many company activities are coordinated by operations personnel, so flow charts and prototypes can also be made by the coordinated operations personnel.

After finalizing the final flowchart and prototype with the product manager, provide them to the designer, who will then design the activity page. It is recommended that the designer provide a first draft, and then complete the sample draft after the team members provide substantive revision suggestions to save time.

Remember, when providing opinions, don't say vague statements such as "it doesn't look good" or "it doesn't seem like that". It's better to provide more practical descriptions such as "can blue be used?" or "can the font be cartoon-like?" As mentioned earlier, we thought of more than ten themes at the time. The designer picked three themes and designed drafts for each. In the end, we chose the "It's vacation time ~ get an iPhone 6s for free" layout because green has a more summery feel and is more prosperous, giving people positive energy.

Activity Development

When the designer completes the design draft, the draft is provided to the front-end and technology for development, and the rules remain consistent with the flowchart. The front end needs to track every aspect of the activity so that each step of the activity can be traced, which will be of great help in the optimization analysis of subsequent activities. The general places to embed points are: promotion banner clicks → event page clicks → recharge button clicks → successful orders → lottery button clicks

Activity Test

After the activity is developed, you must test it yourself and experience the entire process of the activity to ensure that it is consistent with your original ideas. If there are any discrepancies, make timely suggestions for modifications and pay attention to check whether there are typos in the copy. After everything is ready, arrange testers to test the activity. If there are bugs during the test, arrange developers to correct them in time. After the activity goes online, the data must be monitored immediately and any abnormalities must be handled immediately.

Promotion Channels

During this period, we need to implement all the promotion channels written in the planning scheme one by one. If we exchange resources with external parties, we must also keep in touch with external channels during the implementation of the activity, understand the article style and user groups of these channels, and arrange copywriters to write promotional articles in a targeted manner. Remember, you must treat different promotion channels differently and write promotional copy based on the characteristics of the channels themselves, only then can you achieve good promotion results.

Customer Service Documentation

During the execution of an activity, operations personnel may forget to provide customer service documents for the activity to customer service personnel. However, customer service staff are directly facing users. If they are not clear about the specific information of the event, and when users complain or inquire, the customer service staff will ask the operation staff, they will not be able to respond to the users in a timely manner. Users may think that our team is unprofessional and lose confidence in us.

After completing the customer service documents for the event, we also arranged customer service training on the eve of the event going online. Therefore, when there were complaints and inquiries about individual activities later, the customer service staff handled them very well.

4. Execution Schedule

In order to ensure that the above requirements can be effectively executed after communication, it is best to make an execution schedule. From the beginning to the end of the activity, the time nodes of each link are marked one by one, and the responsible persons are clearly written. Those responsible for the operation of the event must follow up the entire process. If there is a problem in any link, the responsible person must be found immediately to complete the work before the deadline to avoid delaying the colleagues who follow.

At this point, all the things that need to be done during the activity have officially come to an end. For a successful event, excellent planning alone is not enough, strong execution is also needed to ensure that the event goes online as scheduled. Finally, I wish every event operator can plan a successful event.

This article was compiled and published by @岑小晶 (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century